Threebs

The Objective

When driving conversion campaigns, beauty retailers need to capture users with high purchase intent to maximise their return on advertising spend (ROAS). Malaysia-based beauty retailer, Threebs, wanted to drive greater product sales from one of their best-selling brands, The Ordinary, and needed a solution to reach relevant users on TikTok, whether they are new to the brand or are familiar with the brand’s products. Having ran ad campaigns on their TikTok Shop previously, Threebs was able to leverage existing audience insights on their TikTok Ads Manager account to refine their targeting in this campaign.

The Solution

Threebs chose to run Video Shopping Ads as they wanted to showcase special promotions for The Ordinary’s products in engaging video formats while being able to seamlessly drive users to view product details on TikTok Shop. To ensure that the campaign can bring in the best results, Threebs wanted to reach their target audience in two ways: broad targeting to reach new audiences and retargeting to influence conversions amongst audiences with high purchase intent.

To reach new audiences, Interest Targeting and Lookalike Audience were applied, allowing Threebs to target users who have an interest in skincare, The Ordinary products or have visited Threebs’ webpage and TikTok Shop previously. As these audiences may be new to the brand, ‘Add To Cart’ was the optimisation objective chosen for this ad group. Additionally, to capture users with high purchase intent, Threebs leveraged Custom Audience to retarget users who have viewed the product page on TikTok Shop, have added to cart, clicked on or viewed ads for at least 2s. To drive successful conversions amongst these users who are familiar with the brand and The Ordinary’s products, this ad group was optimised towards the ‘Complete Payment’ objective.

The combination of these targeting options would not only enable Threebs to maximise their audience base, but also do so with accuracy and optimise their advertising spend.

The Results

Compared to previous campaigns where Threebs only targeted prospective audiences regardless of their previous engagements with the brand, the added layer of retargeting proved to be more effective and successful. The refined targeting measures resulted in more than 57% reduction in CPA when compared to the previous campaign, and recorded a 104% increase in total number of ‘Complete Payment’ events. The combination of both targeting layers also resulted in a 110% increase in CVR compared to previous campaigns.